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6 steps to pitch journalists (that will always work)

Like many of you, when I began my career I was thrown into the deep end of the media relations pool.

The expectation was that if I could create relationships with journalists, I'd eventually be able to do the same with the executives in our office and at
our client's offices.

To do that—and be seen as someone who was motivated, driven and promotable—I spent many years cultivating relationships with journalists. I got to know
their beats, what they would or wouldn't cover, and even their birthdays so I could send a card, cupcakes or booze.

Then 2008 hit. Newspapers folded, popular magazines went under and a lot of my friends—those
I'd known for more than 10 years—lost their jobs.

Suddenly the journalists who were left had to cover automakers, manufacturing and small business, even though small business might have been their only
beat previously.

They were too busy to take phone calls, go on media tours or even sit with you for an hour to talk about what you had coming up.

The role of the communications professional changed when it came to media relations.

I read it with great interest, mostly because I had amazing success using Twitter to build a brand.

In it, Strauss detailed the four reasons entrepreneurs should not use Twitter. I thoughtfully responded on his article and pointed out the four reasons
they should use it—and other social networks, too.

Because my comment was thoughtful and professional, he called me and we talked about social media in general. About 30 minutes into the call, he asked if
we could go on record.

Because Strauss is like everyone else, swamped with little to no time to listen to pitches from PR professionals, he reads the comments on his articles to
see if there is anything worth revisiting or diving into more deeply.

Pitch journalists on your own

Hence, the response campaign was born.

It's not a very creative title, but my team and our clients know what it means: Spend time reading and responding to journalists and they'll eventually add
you to their Rolodexes.

Here is a step-by-step process to create this magic for yourself:

1.
Choose one newspaper, magazine or blog that makes a difference in your industry. It can be the Wall Street Journal or a trade publication. Choose just one.

2.
Comment on an article, blog post or editorial once a week. If you disagree, say so, but do it professionally. Being negative or criticizing without a
solution isn't helpful. Professional discourse is.

3.
Keep this up.

4.
After about six weeks, the journalist will feel like he or she is beginning to know you and will call you for a story in the works.

5.
Add another publication every quarter so you have four that you focus on each year.